"This is just echoing the big trend that consumers are in control more than ever and they have a variety of tools to manage their information and manage their relationships with companies and brands," says Volpe. "The trend is toward more consumer control. Marketers really should just stop fighting that and start embracing it more."
Wary consumers could also apply the mother equivalent to social media, says Thomas of the DMA. "When it comes to social media, think about what your mother would say if it's online. What would your mother say? Should it really be out there? If so, I don't think consumers should be concerned about what happens with that data."
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